20:20 Dialogue boosts Hoseasons ROI by 245% with brochure optimisation
(Thomson Reuters ONE) -
20:20 Dialogue has successfully applied its analytical expertise to optimise
brochure mailing activities for The Hoseasons Group. A new approach was tested
that scientifically matched sub-sets of inventory to customers, producing a
smaller brochure that reduced mailing and production costs, increasing return on
investment without sacrificing sales.
20:20 Dialogue was tasked with reducing English Country Cottages' mailing
production and delivery costs whilst maintaining booking levels. Having defined
a new Communications Planning and Targeting Strategy, Data Strategy and
Analytics Strategy, a new "Booker to Property Model" was developed to drive
targeting of English Country Cottages' main 2011 brochure launch campaign.
Every property was scored and ranked for each customer segment, and a new slim-
line "Tailored Half Book" brochure was produced, featuring the highest
propensity properties for the test segments. This ensured customers would
receive information on the properties most relevant to their previous booking
behaviour.
The initial test programme compared the results from a "Standard Full Book" (660
pages) with a "Standard Half Book" of randomly selected properties (224 pages)
and a test "Tailored Half Book" (also 224 pages) featuring model-driven selected
properties. These were sent to the customer clusters on whose past behaviours
the likelihood to book each property had been ranked.
Results:
* The "Tailored Half Book" delivered a 245% improvement in return on
investment compared with the "Standard Full Book" mailing.
* With their lower pagination, both "Half Books" (Standard and Tailored) cost
64% less than a "Full Book"
* The "Tailored Half Book" delivered a 10% lower cost per sale (based on
bookings of one week), compared with the "Standard Half Book" version.
Following this successful test, 20:20 Dialogue is to develop the work further
and test the model with other brands within the Hoseasons Group portfolio.
On the work by 20:20 Dialogue, Nick Smith, Director of Marketing Planning at the
Hoseasons Group commented: "We challenged 20:20 Dialogue to help us develop a
new strategy that would enable us to reduce our brochure costs without affecting
a drop-off in sales. Their analytical expertise, coupled with a strong
commercial understanding, has produced a really innovative piece of work that
has delivered excellent results. Following the initial test we look forward to
rolling out this new methodology across other brands in the group."
Andrew Campbell, Managing Director at 20:20 Dialogue - Insight said, "With the
number of properties reaching critical mass to fit into a single brochure, and
through a letterbox, combined with rising brochure production and delivery
costs, a new approach was needed. Departing from the well-established and
successful 'big book' launch mailing represented a major strategic shift for
English Country Cottages, so it was vital they have the reassurance of an
analytically-driven approach before making the leap. Our analysts thrive on this
sort of challenge and we're delighted the test campaign delivered such
definitive results. "
**ENDS**
For further press enquiries contact:
Denise Atkins
20:20 Dialogue
T: 07764 778 629
E:information(at)weare2020.com
Notes to Editors:
About 20:20 Dialogue
20:20 Dialogue is a leading data services specialist, working in a wide range of
sectors including financial services, retail, travel and online gaming. The
20:20 Dialogue team has a wealth of expertise and works with organisations to
make sure they get the most out of their data strategies through meaningful
analysis - they do smart things with data to help clients to manage their
customers better.
20:20 Dialogue's pragmatic approach focuses on delivering tangible benefits to
clients, achieving their objectives by interpreting data in a fresh and
intelligent way, and its unique structure facilitates a way of approaching
client work unlike anyone else in the market.
By engaging customers in a personal Dialogue with a brand, you can drive up
customer life time value, reduce costs and deliver a step change in ROI. 20:20
Dialogue achieves this by applying a proven mix of Insight and Contact skills:
* Our data mining tools and expert data analysts provide deep, meaningful and
relevant Insight, based on customer behaviours, personal characteristics,
circumstances and value.
* Our Contact offering includes a state of the art call centre, email
management and online marketing capabilities. We can fully exploit insight
to engage consumers in an on-going Dialogue, creating real value across all
channels.
20:20 Dialogue is a member of Digital Marketing Group plc.
For more information please visit www.weare2020.com/dialogue.
About The Hoseasons Group
English Country Cottages is part of the Hoseasons Group (THG), the UK's leading
supplier of self catering holiday accommodation with a portfolio of over 27,000
properties across the UK and Europe. THG is comprised of a variety of customer
facing brands and brand families, available through travel agents or direct over
the telephone or internet. THG is part of Wyndham Exchange and Rentals, a
subsidiary of Wyndham Worldwide Corporation (NYSE: WYN).
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originality of the information contained therein.
Source: 20:20 via Thomson Reuters ONE
[HUG#1539009]
Datum: 17.08.2011 - 15:00 Uhr
Sprache: Deutsch
News-ID 57327
Anzahl Zeichen: 6487
contact information:
Town:
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Kategorie:
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